One way to arrive at simplicity is taking amobile first approach before we scale up. This forces us to design with minimal real estate, prompting the questions, “What are the most important items?” or “Do we really need that?”.
Increase the value
Consider every action you expect your customer to take as a form of payment. Before the customer takes action they need to perceive they are getting value for every payment. You therefore need to show the benefits up front in order to make explicit the perceived value.
The goal is to design the end-to-end experience to get the customer through the entire user journey, with the aim of losing as few customers as possible at each step. Approaches for increasing the perceived value include providing intrinsic and extrinsic rewards, gamification, and behavioural change techniques.
One tool we use to ensure that we’ve considered all the actions a customer needs to take is to map it out in a customer journey map.